Forever 21 collaborates with Kodak for a vintage-inspired collection

By

Gabriella Lacombe

Published
Sep 13, 2018

Kodak and Forever 21 have collaborated on a new Fall 2018 apparel collection, inspired by 90s Kodak colors and packaging from the photo brand's heyday as a NASCAR team sponsor. 

The collection includes women's t-shirts, crop tops, jackets and loungewear, as well as men's t-shirts, polos, pullovers and jerseys. Each item is liberally splashed with the Kodak logo and the company's iconic primary colors.

A total of twenty-six pieces, the collaborative collection is part of Kodak's wider business strategy to drive brand awareness and appeal to new, younger audiences.

“Rather than be a fad or trend, we want to retain an aspirational product aimed at our core audience and those that they influence,” said Dany Atkins, chief brand officer at Kodak, in a release. “What could be better for a brand transformation than everyone wearing your logo on a t-shirt?”

Joel Satin, VP of global brand licensing at Kodak added, “we are excited to further increase our brand visibility with industry leading partners like Forever 21 that will uniquely leverage our imaging history to further build opportunities and growth into the future with the Kodak brand."

The collection was produced with the help of Kodak licensee Hybrid Apparel, who aids the photo brand with licensing efforts in the apparel space.

As of Thursday, the Forever 21 x Kodak collection is available in more than 600 stores globally, as well as online.